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Marketing für Serviceleistungen in der Investitionsgüterindustrie
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ISBN10: 3640607651
ISBN13: 9783640607655
Publisher: Grin Verlag
Published: May 18 2010
Pages: 80
Weight: 0.25
Height: 0.19 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783640607655
Publisher: Grin Verlag
Published: May 18 2010
Pages: 80
Weight: 0.25
Height: 0.19 Width: 5.83 Depth: 8.27
Language: German
Diplomarbeit aus dem Jahr 2007 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Verwaltungs- und Wirtschafts-Akademie Göttingen, Sprache: Deutsch, Abstract: In immer mehr Branchen gelten Serviceleistungen als ein wesentlicher Schlüssel zum Unternehmenserfolg. Auch im Bereich der Investitionsgüterindustrie gewinnen diese stetig an Bedeutung. Das ehemals notwendige Übel der Reparaturen defekter Geräte wurde zwischenzeitig in vielen Unternehmen zum Erfolgsfaktor entwickelt, den es strategisch zu nutzen gilt und für den ein Servicemanagementkonzept erforderlich ist. Die Gründe hierfür liegen vor allem an der verschärften Konkurrenz, der ansteigenden Marktsättigung, einer zunehmenden Technisierung der Lebenswelt, der wachsenden Komplexität vieler Produkte und nicht zuletzt in der steigenden Serviceorientierung der Nachfrager bei erhöhtem Kostendruck. Des Weiteren werden die technischen Produkte immer austauschbarer. Hinsichtlich Leistung, Qualität, Design und Lebensdauer gibt es in vielen Bereichen kaum noch Unterschiede. Daher wird der Service mehr und mehr zum Differenzierungsmerkmal und beeinflusst die Kauf- und Wiederkauf-entscheidung ma geblich. Zuweilen sprich man sogar von einem Marsch in die Dienstleistungsgesellschaft oder einer Tertiarisierung der Wirtschaft. Um sich im Umfeld der Produktanwendung zu differenzieren und sich Wettbewerbsvorteile zu verschaffen, bieten viele Unternehmen umfassende und zuverlässige Serviceleistungen an. Diese haben je nach Einsatzbereich vielfältige Aufgaben und weisen die unterschiedlichsten Erscheinungsformen auf. Somit verwundert es nicht, dass auch das Marketing für Dienstleistungen seit einiger Zeit an Bedeutung gewinnt. Diese Entwicklung führt zwangsläufig zu einem verstärkten Interesse an den speziellen Problemen des Marketings für Dienstleistungen. Im Gegensatz zu Sachgütern, weisen Dienstleistungen spezifische Eigenschaften auf, welche im marktorientierten Servicemanagement zu berücksichtigen s
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